Flexing The Power of a Smile

Through donations, Smile Train has been able to provide free cleft repair for children in developing countries for the last 15 years. But their average contributor is aging out. So we helped them completely rebrand, generating nearly 4 million impressions and over 5 million views in the first two weeks.

We launched with a campaign featuring real patients and doctors centered around the power of a smile directed by City of God co-director Katia Lund.

The spots drove to a site featuring different ways for younger audiences with less disposable income to help. Like Smile-Powered Deeds, where people could exchange services for a donation.

We also worked with award-winning photographer Alex Webb to capture numerous Smile Train success stories.


Influencers engaged by saying what the #powerofasmile did for them.

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